RT Journal Article SR Electronic T1 How to Use a Spokesperson’s Smile Effectively JF Journal of Advertising Research JO J Advert Res FD WARC SP 436 OP 455 DO 10.2501/JAR-2021-015 VO 61 IS 4 A1 Chun-Tuan Chang A1 Hsiao-Ching Lee A1 Yu-Kang Lee A1 Hui-Wen Chang YR 2021 UL http://www.journalofadvertisingresearch.com/content/61/4/436.abstract AB Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight. The authors identified two boundary conditions: consumer self-construal (independent versus interdependent) and relationship norm (communal versus exchange). The results from two studies show that a spokesperson’s broad smile is more persuasive for consumers with interdependent self-construal in the communal relationship. By contrast, a spokesperson’s slight smile is more persuasive for consumers with independent self-construal in the exchange relationship. Processing fluency serves as the underlying mechanism. The results provide implications for marketers regarding how to use a spokesperson’s smile effectively.